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This paper aims to answer whether there is a difference in the choice and consumption of domestic and imported fruits at supermarkets in Ho Chi Minh city and if yes, whether it can be measured. To answer these questions, we employ the structural equation model (SEM) with four variables, including product quality and feature, brand, price, and personal behavior of consumers. The model is subsequently checked using the confirmatory factor analysis (CFA). Data is obtained from surveys on the fruit consumers in HCMC’s supermarkets conducted from October to December, 2013. Conclusions and suggestions are also offered in the paper.

Factors affecting the choice and consumption of fruits by customers at supermarkets in Ho Chi Minh City